Duracell® Introduces PowerPix™ Digital Camera Battery; Advanced Battery Technology Addresses Growing Demand from Digital Camera Users

Business Wire, Feb 1, 2006

BETHEL, Conn. -- Duracell today announced the introduction of PowerPix, a disposable digital camera battery that delivers up to twice as many pictures as an ordinary alkaline battery. Powered by advanced NiOx(TM) technology, this new battery is specifically formulated to meet the needs of today's digital camera users.

According to the Consumer Electronics Association (CEA), digital cameras are one of the fastest- growing portable digital devices in the United States. In fact, approximately 52 million households were projected to own a digital camera by the end of 2005 as estimated by the Photo Marketing Association (PMA). Nearly 70 percent of these high-drain devices use AA-sized batteries, fueling demand for more powerful digital camera batteries in this size.

Available in AA and AAA sizes, PowerPix utilizes advanced NiOx technology, a Nickel Oxy Hydroxide formulation that delivers significantly longer-lasting battery performance in digital cameras when compared with an ordinary alkaline battery. The new battery provides an "always ready" disposable source of power to ensure that consumers never miss an important photo. Combining convenience and value, PowerPix is especially well suited for those who use their digital cameras with moderate frequency - such as two or three times a month.

"Digital cameras are central to consumers' lives, and these sophisticated devices have high energy demands," said Mark Bertolami, vice president of marketing, Duracell. "Approximately three out of four consumers currently power their digital cameras with ordinary alkaline batteries, which can lead to frustrating results. Fueled by an advanced technology, PowerPix will deliver longer-lasting performance and a more satisfying experience - especially for moderate camera users."

PowerPix will be available in February 2006 in mass market, drug, grocery and electronics stores throughout North America. The new battery will be sold in four- and eight-cell packs in AA size and four-cell packs in AAA size. The suggested retail price for a four-cell pack is $5.99.

In conjunction with the PowerPix launch, Duracell will also introduce an educational digital imaging guide to help digital camera owners find the best battery power solution based on their typical photography habits. A recent survey, conducted by Opinion Research Corporation on behalf of Duracell, found that one-third of digital camera owners need help determining which battery to choose for their digital cameras. Duracell's new digital imaging guide will appear on product packaging and at select retail outlets in early 2006.

The world leader in alkaline batteries, Duracell offers a complete portfolio of power solutions for every type of digital camera user. This portfolio includes: Duracell Ultra Digital, a premium alkaline battery for occasional digital camera users; Duracell PowerPix, a new disposable battery for moderate users; and Duracell Rechargeables, Nickel Metal Hydride (NiMH) batteries and chargers for very frequent digital camera users.

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